Creative Marketing, Brand Strategy & Relaunch When I joined True Sons as Creative Marketing Manager, the brand was preparing for a major relaunch following a product formula change. This was much bigger than introducing updated products. The brand needed to rethink how it positioned itself, how it communicated the changes, and how customers would experience True Sons across its digital channels. I developed the relaunch strategy from the ground up, including a new brand guide

Bringing Beauty Education Into the IKEA Experience When IKEA Ulm invited me to create and lead a beauty masterclass, the brief was an interesting combination of two things I know very well: beauty education and helping people create better systems for the way they live. As a Los Angeles makeup artist, licensed esthetician, beauty educator, and beauty marketing professional, I've spent more than 20 years working with products, routines, and the people who use them. For this IK

Building a Digital Identity From the Ground Up When I started working with Dermatouch, the brand had great products but needed a much stronger digital presence. My role quickly became much bigger than managing social media. I was brought in as Head of Branding & Social Media Manager, and I worked across the brand's identity, messaging, content strategy, social media, campaign development, and e-commerce content. Dermatouch was part of a Los Angeles wholesale company whose pri

How I Created SEO-Driven Beauty Content for eHow.com Project Type: Multimedia Beauty Content Production | SEO Strategy | On-Camera HostingDate: 2011–2015Location: Remote Watch the full playlist: My Makeup Tutorials for eHow.com How Did I Get Started Creating Beauty Content for eHow? My eHow career was one of the things that really kicked off my professional copywriting career. I was already a working makeup artist, licensed esthetician, beauty educator, and complete beauty ne